AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH ADVERTISEMENT AT TIME MAGAZINE AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH ADVERTISEMENT AT TIME MAGAZINE.
AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH
ADVERTISEMENT AT TIME MAGAZINE
Research Paper
Submitted as a Partial Fulfillment of the Requirement
For Getting Bachelor Degree of Education in English Department
By :
EKO PUJI KURNIAWATI
A.320020177
SCHOOL OF TEACHER TRAINING AND EDUCATION
MUHAMMADIYAH UNIVERSITY OF SURAKARTA
2007
ii
APPROVAL
AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH
ADVERTISEMENT AT TIME MAGAZINE
by
EKO PUJI KURNIAWATI
A 320 020 177
Approved to be examined by consultant
Consultant I
Consultant II
(Dra. Malikatul Laila, M.Hum.)
(Drs. Sigit Haryanto, M.Hum.)
ii
iii
ACCEPTANCE
AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH
ADVERTISEMENT AT TIME MAGAZINE
by
EKO PUJI KURNIAWATI
A 320 020 177
Accepted by the board of examinaners
School of Teacher Training and Education
Muhammadiyah University of Surakarta
On, July 2007
Team of examiners:
1. Dra. Malikatul Laila, M.Hum.
(___________________________)
2. Drs. Sigit Haryanto, M.Hum.
(___________________________)
3. Dra. Siti Zuhriah Ariatmi, M.Hum (___________________________)
Dean,
(Drs. H. Sofyan Anif, M.Si.)
NIK.547
iii
iv
DEDICATION
From the deeply heart of the writer, she dedicates a simply creation to:
1. Her beloved parents, Ibu – Bapak who always cares, loves, and support
her, thank for everything that has been do for her,
2. The one in only brother, Arif. Thank for your care for her,
3. Her lovely grand mothers and her grand fathers that has been peace in
heaven. Thank for a billion loving and believing for her, and
4. All partner in scouts organization, thank for dreaming and real life
experience.
iv
v
MOTTO
Allah tidak membebani seseorang melainkan sesui dengan kesanggupannya
(Q.S. Ali Imran:286)
When you want to stop please still remember to begin again
(Letto band)
Satyaku kudharmakan dharmaku kubhaktikan
(scout Movement)
Effort do the best in your life
(the writer)
v
vi
STATEMENT
Herewith, I state that there is no proposed mark before in this research to get
bachelor degree in a certain university, there is also no work idea that have ever
been written or published by other people, except referred written. In this research
paper and mentioned in the bibliography.
If it is proved there will be something wrong in my statement above later in
the future, I will wholly be responsibility.
Surakarta, July 2007
EKO PUJI KURNIAWATI
A 320 020 177
vi
vii
ACKNOWLWDGEMENT
Assalamua’alaikum Wr.Wb.
In the name of Allah SWT, the most Merciful, who always guides the writer in
every activities and every decision. Then, peace is upon Prophet Muhammad
SAW, the perfect inspiration who has changed this world from darkness to the
light.
It is very impossible for the writer to finish this research without all wonderful
people who has encouraged and supported her with their help, advice, guidance,
suggestion in conducting the research paper. The writer will be say thank for all:
1. Allah SWT, for the best in everything
2. Drs. H. Sofyan Anif, M.Si. as the Dean of School of Teacher Training and
Education Muhammadiyah University of Surakarta for approving the
writer research
3. Dra. Malikatul Laila, M.Hum. as the first consultant, who always gives the
writer lot of attention and spare time to guide, suggest, permit, advise, and
correct the writer research.
4. Drs. Sigit Haryanto, M.Hum. As the second consultant that always ready
gives the writer a guidance, support and advice.
5. Koesoemo Ratih, S.Pd., M.Hum. As the Head of English Departement
who permitted her to write this research paper and as the writer academic
consultant who has guide and help in around her study at English
Departments.
vii
viii
6. All English Department Lectures for all guidance and knowledge who
given and shared for her
7. Sulaiman, A.Ma. as the Head master of MI Badrissalam Sukorejo who
always gives supporting the writer to finish the research paper and always
give understanding to all the writer weakness . And all teacher. Mrs. Umi,
Mrs. Suramah, Miss. Nur Alfi, Mrs. Nur , Mr. Marwan, Mr. Slamat, and
Miss. Tri.
8. T.B. Handayani, S.Pd. as the Head master of SD Penggung III who always
give unstopping support and advice to finish the research paper and all the
teacher Mrs. Pami, Mrs. Karmi, Mrs. Darmi, Mrs. Tri Aksi, Mrs. Tutik,
Mrs. Siti, Mrs. Parji, Mr. Bambang and Mr. Narto.
9. Her greatest parents. Pak Yadi – Bu Sri Who always give unstopping
support and belief about all everything to finish the research paper. The
writer still remembers to be good people who always make other people
happy and to be nice people. The writer says a billion respects for all of
you.
10. Her brother. Arif. The difference is always interesting. The writer knows
how his care for the writer. Still remember to make parents proud for own.
The writer always loves for his.
11. The Big Family of Kasan Mukmin and The big Family of Wiro Suhar.
Thank for your support and you advices.
12. Her second family, Racana Ki/Nyi Ahmad Dahlan. Nyi Ahmad Dahlan
Gank. Ayuni, Anjam, Indri, Lia, Yuli, Tika, Tri, Syafa’ah, Tanti, Anik,
viii
ix
Siti, Tri, Yekti, Fatma, Mega, Riska, Nura, Rofi, Ambar, Retno, Aas,
Dewi, Tama. Ki Ahmad Dahlan Gank Yogi, Ari, Heri, Rofiq, Okto,
Amien, The Best, Rosit, Raehan, Dwi, Pram, Ngudi, and all members
which can’t say one by one. Thank for all memories that can’t forgeted.
13. Her big brother, Ms Hendro, Ms Itut, Ms Ipin, Ms Irul, Ms Sanin, Ms
Agus, Ms Heru, Ms Aji.
14. ARCOMP Rental. Mas Aris – Mbak Wahyu. Thank for all your help and
your share time.
15. Her closely friend. Retna, Idoel, Bayou, Niken, Tari, Nita, Didit, Doyo,
Harmanto, Uning, Rining.
16. Her English Departement friends 2002, especially class D: Idoel, Bayu,
Alvin, Mia, Retna, Rining, Maya, Ika, Muski, Hendri, Nurul, Tari, Rini,
Rifa’i, Hanum, Yayuk, Dwi, Amienah,etc. Thank for unforgettable
memories when we share to study together.
17. Her elder member in scout. Kak Aam – Kak Samino, Kak San ( The writer
still remember with his utterance), Kak Sar, Kak Tutik. All everything that
you give for the writer is always amazing.
18. Her all teachers in kinder garden to senior high school who has
accompanies her until this step.
19. Her friend in Patria Gank. Uning, Nita, Eniek, Khana, Listya, Harmanto,
Didit, Doyo, Fajar. Still smile!
20. The people who cannot be mentioned one by one, who have support her
until in this step.
ix
x
Finally, she wants to thank the readers, especially those who are eager to give
constructive criticism that can make this research paper better. The writer hopes,
this simple research paper would be beneficial to everyone. Amiin….
Wassalamu’alaikum Wr. Wb.
Surakarta, July 2007
Eko Puji Kurniawati
x
xi
TABLE OF CONTENT
PAGE OF TITLE .............................................................................................
i
APPROVAL .................................................................................................... ii
ACCEPTANCE ............................................................................................... iii
DEDICATION ................................................................................................. iv
MOTTO ...........................................................................................................
v
STATEMENT.................................................................................................. vi
ACKNOWLEDGEMENT ............................................................................... vii
TABLE OF CONTENT ................................................................................... xi
LIST OF APPENTICES .................................................................................. xiv
SUMMARY ..................................................................................................... xv
CHAPTER I : INTRUCUTION......................................................................
1
A. Background of Study.........................................................
1
B. Previous of Study ..............................................................
4
C. Problem Statement ............................................................
5
D. Problem Limitation ...........................................................
5
E. Objectives of The Study....................................................
6
F. Benefits of the Study .........................................................
6
G. Paper Organization............................................................
6
CHAPTER II : UNDERLYING THEORIES ..................................................
8
A. Discourse ..........................................................................
8
1. Discourse definition………………………………….. 8
2. Discourse Analysis…………………………………… 8
xi
xii
3. Types of Discourse……………………………………. 9
4. Text……………………………………………………..11
5. Context ………………………………………………. 12
B. Persuasion.......................................................................... 12
1. Persuasion Definition………………………………….. 12
2. Basic Factor of Persuasion……………………………. 14
3. Persuasive Technique in Language…………………… 16
4. Elaboration Likelihood Model ………………………. 19
C. Classification of Meaning ................................................. 23
D. Advertisement ................................................................... 24
E. The Copywriter ................................................................. 25
CHAPTER III :RESEARCH METHOD ......................................................... 27
A. Type of Research Method …………………………….. 27
B. Object of Research …………………………………….. 27
C. Type of Data and Source of Data …………………….. 27
D. Method of Data Collection ……………………………. 28.
E. Technique of Data Analysis …………………………… 28
CHAPTER IV : DATA ANALYSIS AND DISCUSSION OF FINDING
A. Data Analysis.................................................................. 30
1. The Indicators to Express Persuasive Language
Used In Wristwatch Advertisement in Time
Magazine. ………………………………………….. 31
xii
xiii
2. The Meaning of Persuasive Language Used in
Wristwatch Advertisement At Time Magazine.………36
B. Discussion of Finding ..................................................... 49
C. Recapitulation of Research Finding................................ 53
CHAPTER V : CONCLUSION AND SUGGESTION
A. Conclusion………………………………………………….53
B. Suggestion ……………………………………………….. 53
BIBLIOGRAPHY
APPENDICES
xiii
xiv
LIST OF APPENDICES
1. Appendix 1: List of data
2. Appendix 2: Copies of wristwatch advertisement
3. Appendix 3: List of Latter
xiv
xv
SUMMARY
Eko Puji Kurniawati A 320 020 177 AN ANALYSIS OF PERSUASIVE
LANGUAGE USED IN WRISTWATCH ADVERTISEMENT AT TIME
MAGAZINE. Research Paper School of Teacher Training and Education
Muhammadiyah University of Surakarta. 2007
This observation has purposes to know the ways of persuasion language expressed
in wristwatch advertisement in Time Magazine and to describe the meaning of
persuasive language used in wristwatch advertisement in Time Magazine. In this
research, the data are derived from the English text in wristwatch advertisement
that containing word, phrase, clause or sentence. There are two techniques in
collecting the data, firstly the writer reads the English advertisement in Time
Magazine especially the wristwatch advertisement; secondly the writer lists and
collects phrases or sentence of the wristwatch advertisement in Time Magazine.
And then the writer uses persuasive technique in language to get the ways
persuasive language expressed and using contextual meaning to know the
meaning of persuasive language. Based on the data analysis, the writer draws
conclusion that there are eight ways to express persuasive language in wristwatch
advertisement at Time magazine. They are intensifier, imperative, rhetorical
question, repetition, simile, metaphor, short cut, and temporal language. And then
related to the meaning, the meaning used to express persuasive presents by using
superiority of wristwatch, prestige of wristwatch, the quality of wristwatch and
the freedom of wearer to set the wristwatch as their want.
Consultant I
Consultant II
(Dra. Malikatul Laila, M.Hum.)
NIK. 409
(Drs. Sigit Haryanto, M.Hum.)
NIK. 567
Dean,
(Drs. H. Sofyan Anif, M.Si.)
NIK.547
xv
ADVERTISEMENT AT TIME MAGAZINE
Research Paper
Submitted as a Partial Fulfillment of the Requirement
For Getting Bachelor Degree of Education in English Department
By :
EKO PUJI KURNIAWATI
A.320020177
SCHOOL OF TEACHER TRAINING AND EDUCATION
MUHAMMADIYAH UNIVERSITY OF SURAKARTA
2007
ii
APPROVAL
AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH
ADVERTISEMENT AT TIME MAGAZINE
by
EKO PUJI KURNIAWATI
A 320 020 177
Approved to be examined by consultant
Consultant I
Consultant II
(Dra. Malikatul Laila, M.Hum.)
(Drs. Sigit Haryanto, M.Hum.)
ii
iii
ACCEPTANCE
AN ANALYSIS OF PERSUASIVE LANGUAGE USED IN WRISTWATCH
ADVERTISEMENT AT TIME MAGAZINE
by
EKO PUJI KURNIAWATI
A 320 020 177
Accepted by the board of examinaners
School of Teacher Training and Education
Muhammadiyah University of Surakarta
On, July 2007
Team of examiners:
1. Dra. Malikatul Laila, M.Hum.
(___________________________)
2. Drs. Sigit Haryanto, M.Hum.
(___________________________)
3. Dra. Siti Zuhriah Ariatmi, M.Hum (___________________________)
Dean,
(Drs. H. Sofyan Anif, M.Si.)
NIK.547
iii
iv
DEDICATION
From the deeply heart of the writer, she dedicates a simply creation to:
1. Her beloved parents, Ibu – Bapak who always cares, loves, and support
her, thank for everything that has been do for her,
2. The one in only brother, Arif. Thank for your care for her,
3. Her lovely grand mothers and her grand fathers that has been peace in
heaven. Thank for a billion loving and believing for her, and
4. All partner in scouts organization, thank for dreaming and real life
experience.
iv
v
MOTTO
Allah tidak membebani seseorang melainkan sesui dengan kesanggupannya
(Q.S. Ali Imran:286)
When you want to stop please still remember to begin again
(Letto band)
Satyaku kudharmakan dharmaku kubhaktikan
(scout Movement)
Effort do the best in your life
(the writer)
v
vi
STATEMENT
Herewith, I state that there is no proposed mark before in this research to get
bachelor degree in a certain university, there is also no work idea that have ever
been written or published by other people, except referred written. In this research
paper and mentioned in the bibliography.
If it is proved there will be something wrong in my statement above later in
the future, I will wholly be responsibility.
Surakarta, July 2007
EKO PUJI KURNIAWATI
A 320 020 177
vi
vii
ACKNOWLWDGEMENT
Assalamua’alaikum Wr.Wb.
In the name of Allah SWT, the most Merciful, who always guides the writer in
every activities and every decision. Then, peace is upon Prophet Muhammad
SAW, the perfect inspiration who has changed this world from darkness to the
light.
It is very impossible for the writer to finish this research without all wonderful
people who has encouraged and supported her with their help, advice, guidance,
suggestion in conducting the research paper. The writer will be say thank for all:
1. Allah SWT, for the best in everything
2. Drs. H. Sofyan Anif, M.Si. as the Dean of School of Teacher Training and
Education Muhammadiyah University of Surakarta for approving the
writer research
3. Dra. Malikatul Laila, M.Hum. as the first consultant, who always gives the
writer lot of attention and spare time to guide, suggest, permit, advise, and
correct the writer research.
4. Drs. Sigit Haryanto, M.Hum. As the second consultant that always ready
gives the writer a guidance, support and advice.
5. Koesoemo Ratih, S.Pd., M.Hum. As the Head of English Departement
who permitted her to write this research paper and as the writer academic
consultant who has guide and help in around her study at English
Departments.
vii
viii
6. All English Department Lectures for all guidance and knowledge who
given and shared for her
7. Sulaiman, A.Ma. as the Head master of MI Badrissalam Sukorejo who
always gives supporting the writer to finish the research paper and always
give understanding to all the writer weakness . And all teacher. Mrs. Umi,
Mrs. Suramah, Miss. Nur Alfi, Mrs. Nur , Mr. Marwan, Mr. Slamat, and
Miss. Tri.
8. T.B. Handayani, S.Pd. as the Head master of SD Penggung III who always
give unstopping support and advice to finish the research paper and all the
teacher Mrs. Pami, Mrs. Karmi, Mrs. Darmi, Mrs. Tri Aksi, Mrs. Tutik,
Mrs. Siti, Mrs. Parji, Mr. Bambang and Mr. Narto.
9. Her greatest parents. Pak Yadi – Bu Sri Who always give unstopping
support and belief about all everything to finish the research paper. The
writer still remembers to be good people who always make other people
happy and to be nice people. The writer says a billion respects for all of
you.
10. Her brother. Arif. The difference is always interesting. The writer knows
how his care for the writer. Still remember to make parents proud for own.
The writer always loves for his.
11. The Big Family of Kasan Mukmin and The big Family of Wiro Suhar.
Thank for your support and you advices.
12. Her second family, Racana Ki/Nyi Ahmad Dahlan. Nyi Ahmad Dahlan
Gank. Ayuni, Anjam, Indri, Lia, Yuli, Tika, Tri, Syafa’ah, Tanti, Anik,
viii
ix
Siti, Tri, Yekti, Fatma, Mega, Riska, Nura, Rofi, Ambar, Retno, Aas,
Dewi, Tama. Ki Ahmad Dahlan Gank Yogi, Ari, Heri, Rofiq, Okto,
Amien, The Best, Rosit, Raehan, Dwi, Pram, Ngudi, and all members
which can’t say one by one. Thank for all memories that can’t forgeted.
13. Her big brother, Ms Hendro, Ms Itut, Ms Ipin, Ms Irul, Ms Sanin, Ms
Agus, Ms Heru, Ms Aji.
14. ARCOMP Rental. Mas Aris – Mbak Wahyu. Thank for all your help and
your share time.
15. Her closely friend. Retna, Idoel, Bayou, Niken, Tari, Nita, Didit, Doyo,
Harmanto, Uning, Rining.
16. Her English Departement friends 2002, especially class D: Idoel, Bayu,
Alvin, Mia, Retna, Rining, Maya, Ika, Muski, Hendri, Nurul, Tari, Rini,
Rifa’i, Hanum, Yayuk, Dwi, Amienah,etc. Thank for unforgettable
memories when we share to study together.
17. Her elder member in scout. Kak Aam – Kak Samino, Kak San ( The writer
still remember with his utterance), Kak Sar, Kak Tutik. All everything that
you give for the writer is always amazing.
18. Her all teachers in kinder garden to senior high school who has
accompanies her until this step.
19. Her friend in Patria Gank. Uning, Nita, Eniek, Khana, Listya, Harmanto,
Didit, Doyo, Fajar. Still smile!
20. The people who cannot be mentioned one by one, who have support her
until in this step.
ix
x
Finally, she wants to thank the readers, especially those who are eager to give
constructive criticism that can make this research paper better. The writer hopes,
this simple research paper would be beneficial to everyone. Amiin….
Wassalamu’alaikum Wr. Wb.
Surakarta, July 2007
Eko Puji Kurniawati
x
xi
TABLE OF CONTENT
PAGE OF TITLE .............................................................................................
i
APPROVAL .................................................................................................... ii
ACCEPTANCE ............................................................................................... iii
DEDICATION ................................................................................................. iv
MOTTO ...........................................................................................................
v
STATEMENT.................................................................................................. vi
ACKNOWLEDGEMENT ............................................................................... vii
TABLE OF CONTENT ................................................................................... xi
LIST OF APPENTICES .................................................................................. xiv
SUMMARY ..................................................................................................... xv
CHAPTER I : INTRUCUTION......................................................................
1
A. Background of Study.........................................................
1
B. Previous of Study ..............................................................
4
C. Problem Statement ............................................................
5
D. Problem Limitation ...........................................................
5
E. Objectives of The Study....................................................
6
F. Benefits of the Study .........................................................
6
G. Paper Organization............................................................
6
CHAPTER II : UNDERLYING THEORIES ..................................................
8
A. Discourse ..........................................................................
8
1. Discourse definition………………………………….. 8
2. Discourse Analysis…………………………………… 8
xi
xii
3. Types of Discourse……………………………………. 9
4. Text……………………………………………………..11
5. Context ………………………………………………. 12
B. Persuasion.......................................................................... 12
1. Persuasion Definition………………………………….. 12
2. Basic Factor of Persuasion……………………………. 14
3. Persuasive Technique in Language…………………… 16
4. Elaboration Likelihood Model ………………………. 19
C. Classification of Meaning ................................................. 23
D. Advertisement ................................................................... 24
E. The Copywriter ................................................................. 25
CHAPTER III :RESEARCH METHOD ......................................................... 27
A. Type of Research Method …………………………….. 27
B. Object of Research …………………………………….. 27
C. Type of Data and Source of Data …………………….. 27
D. Method of Data Collection ……………………………. 28.
E. Technique of Data Analysis …………………………… 28
CHAPTER IV : DATA ANALYSIS AND DISCUSSION OF FINDING
A. Data Analysis.................................................................. 30
1. The Indicators to Express Persuasive Language
Used In Wristwatch Advertisement in Time
Magazine. ………………………………………….. 31
xii
xiii
2. The Meaning of Persuasive Language Used in
Wristwatch Advertisement At Time Magazine.………36
B. Discussion of Finding ..................................................... 49
C. Recapitulation of Research Finding................................ 53
CHAPTER V : CONCLUSION AND SUGGESTION
A. Conclusion………………………………………………….53
B. Suggestion ……………………………………………….. 53
BIBLIOGRAPHY
APPENDICES
xiii
xiv
LIST OF APPENDICES
1. Appendix 1: List of data
2. Appendix 2: Copies of wristwatch advertisement
3. Appendix 3: List of Latter
xiv
xv
SUMMARY
Eko Puji Kurniawati A 320 020 177 AN ANALYSIS OF PERSUASIVE
LANGUAGE USED IN WRISTWATCH ADVERTISEMENT AT TIME
MAGAZINE. Research Paper School of Teacher Training and Education
Muhammadiyah University of Surakarta. 2007
This observation has purposes to know the ways of persuasion language expressed
in wristwatch advertisement in Time Magazine and to describe the meaning of
persuasive language used in wristwatch advertisement in Time Magazine. In this
research, the data are derived from the English text in wristwatch advertisement
that containing word, phrase, clause or sentence. There are two techniques in
collecting the data, firstly the writer reads the English advertisement in Time
Magazine especially the wristwatch advertisement; secondly the writer lists and
collects phrases or sentence of the wristwatch advertisement in Time Magazine.
And then the writer uses persuasive technique in language to get the ways
persuasive language expressed and using contextual meaning to know the
meaning of persuasive language. Based on the data analysis, the writer draws
conclusion that there are eight ways to express persuasive language in wristwatch
advertisement at Time magazine. They are intensifier, imperative, rhetorical
question, repetition, simile, metaphor, short cut, and temporal language. And then
related to the meaning, the meaning used to express persuasive presents by using
superiority of wristwatch, prestige of wristwatch, the quality of wristwatch and
the freedom of wearer to set the wristwatch as their want.
Consultant I
Consultant II
(Dra. Malikatul Laila, M.Hum.)
NIK. 409
(Drs. Sigit Haryanto, M.Hum.)
NIK. 567
Dean,
(Drs. H. Sofyan Anif, M.Si.)
NIK.547
xv